Noise: Redefining India’s Tech Landscape with Smart Wearables

In a world where technology brands can rise and fall in an instant, Noise has emerged as a remarkable success story, holding one-fourth of India’s smartwatch market. With insightful partnerships, most notably with the iconic Bose, and a design philosophy influenced by vinyl records, the brand has introduced the ‘Noise Master Buds,’ aiming to transform the perception of premium audio. Amit Khatri, Co-Founder of Noise, discusses with Startup Superb the principles behind their latest product, the importance of staying relevant in a competitive market, and how providing advanced technology to everyday users is central to the company’s expansion strategy.

Noise’s Evolution in the Indian Consumer Market

Over the past ten years, Noise has adapted significantly to meet the shifting demands of Indian consumers, inspired by its mission to make cutting-edge technology and premium experiences accessible at competitive price points. With a remarkable 24.8 percent market share, Noise has become a familiar name, with one in every four smartwatches in India being a Noise product. Through their dedication to strategic innovation, deep market insights, and robust research and development, the brand has positioned itself ahead of competitors, ensuring that advanced technology remains within reach for everyone. With growing consumer trust, Noise is enhancing a connected lifestyle ecosystem, effortlessly weaving innovation into daily life.

The support from Bose, the first strategic investor, further strengthens Noise’s leadership and long-term goals. This continual reinvention has helped Noise progress from a bootstrapped startup to India’s foremost smartwatch brand and a top three player globally. Central to this progress is Noise Labs, the dedicated research and development division that promotes groundbreaking innovation aimed at making premium wearable experiences available to a broader audience. Each innovation they unveil is rooted in extensive market analysis, direct consumer feedback, and strict testing. Their flagship offerings, such as Luna Ring 2.0, Noise ColorFit Pro 6 Series, and the newly launched Noise Master Buds, highlight this commitment by delivering precise health insights, immersive sound, and smarter lifestyle connectivity.

Looking to the future, Noise is dedicated to fostering growth by capitalizing on strategic opportunities and reinforcing its “Make in India” initiatives. With an unwavering focus on innovation, accessibility, and consumer confidence, they are poised to maintain their market leadership while setting global benchmarks.

Distinctive Features of Noise Master Buds in the TWS Arena

The launch of Noise Master Buds positions the brand uniquely in the saturated TWS market. This inaugural product in the Master Series signifies a pivotal moment in their journey towards a premium experience and emphasizes audio quality. It successfully melds forward-thinking innovation with a distinctive design philosophy, effectively raising the bar for the TWS segment.

The Noise Master Buds are expertly crafted with Sound by Bose technology to provide an unmatched audio experience, bridging the divide between premium quality and accessibility. This release exemplifies a united vision to enhance everyday experiences with advanced technology, ensuring quality, accessibility, and user satisfaction in India’s swiftly changing premium audio market.

At the core of the Noise Master Buds lies their design-centric approach. The in-house team, in partnership with international design experts, has intricately developed a distinctive, ergonomic, and lightweight design that promises a stellar audio experience. Inspired by pure sound, the design captures the essence of clear listening reminiscent of vinyl records, with a metallic disc motif symbolising the endless possibilities of technological innovation.

With an impressive 49dB Active Noise Cancellation (ANC), users can enjoy a serene audio environment—whether working, commuting, or relaxing. Additional noteworthy features include effortless connectivity, Spatial Audio Support, Dual Device Connectivity, and Google Fast Pairing, allowing for seamless transitions between devices within a sleek package.

However, this marks just the beginning. As the Noise Master Series progresses, each new product will continue to embody this philosophy—delivering accessible yet elevated experiences, further solidifying their market position.

Business Progress and Key Milestones for Noise

Noise’s journey over the last decade has been characterised by relentless innovation and a steadfast commitment to making technology more impactful for consumers. As India’s leading smartwatch brand with a 24.8% market share, Noise has not only cemented its position in the smart wearables market but also sustained consistent business growth. Their strategic emphasis on ongoing innovation, local manufacturing, and creating an interconnected ecosystem has been crucial in maintaining their growth trajectory. By continuously addressing the changing needs of consumers and enhancing their experience through meaningful technological solutions, Noise is well-prepared for the next growth phase.

The company has expanded in both breadth and depth. As they delve into various consumer segments, their entry into new categories, including the Noise Power Series and Noise Tag 1, are enhancing their influence in the industry. A key milestone in their journey is the introduction of the Noise Master Buds, finely tuned with Sound by Bose. Their strategic collaborations with Airtel Payments Bank, Aviva Insurance, and Aditya Birla Health Insurance have integrated smart functionalities that enhance daily experiences, reinforcing their ambition of creating a seamlessly connected lifestyle. Concurrently, the brand has maintained its market leadership and expanded its penetration, with increased offline retail presence making products more accessible to consumers in various cities while solidifying their “Make in India” initiative through partnerships that address rising local demand. The NoiseFit App has also grown significantly, boosting user engagement and providing a more cohesive experience within their ecosystem.

Moreover, the partnership with Bose—Noise’s first strategic investor—further strengthens their dedication to delivering superior experiences. This collaboration transcends product development and investment, aligning with their broader goal of enhancing India’s position in the global innovation arena. Their participation at CES 2025 reaffirmed this commitment as they continue to drive leading-edge advancements that place India prominently on the global innovation map. As they continue to scale, their focus will remain on addressing genuine consumer needs, broadening access to advanced technology, and fostering an interconnected ecosystem that enriches everyday living.

Noise’s Role in India’s Tech Ecosystem Transformation

Noise has changed the perception of wearable technology within India, transforming it into an essential part of daily life. By democratizing groundbreaking innovations, they ensure that premium experiences are accessible to all. By merging advanced technology with practical use, smart wearables have evolved from optional accessories to vital tools that improve cognitive well-being, productivity, and personal expression.

As the market leader, with one out of four consumers opting for Noise smartwatches, the brand continues to encourage adoption even amid a challenging industry environment. From the introduction of the Luna Ring in the smart rings sector to the transformation of premium audio with Noise Master Buds, their commitment to innovation is shaping the future of connected living. By merging Bose’s audio legacy with their in-depth understanding of the Indian market and consumer habits, Noise delivers top-notch technology while showcasing homegrown excellence on a global platform.

Beyond fostering innovation, Noise contributes to reinforcing India’s stature as a global tech leader. Investments in local manufacturing, robust research and development, job creation, and the launch of new product categories such as the Noise Power Series and Noise Tag 1 not only stimulate economic growth but also bolster India’s image as an innovation hub.

In the future, Noise remains devoted to making wearable technology increasingly relevant and transformative, shaping the future of tech for India and the collective world.